The Impact of Brand Retail Space Innovation on Consumer Experience from the Perspective of Place Attachment Theory: A Case Study of HAUS NOWHERE

초록

Amid the rapid development of e-commerce and the growing emphasis on experiential consumption, physical retail is facing the challenge of redefining the value of space. Retail spaces have evolved beyond mere sites of transaction to become complex experiential environments where emotional resonance and meaning co-creation occur. Grounded in Place Attachment Theory, this study constructs a mediating path model of "Retail Space Design -> Place Attachment -> Consumer Experience", using the immersive retail brand HAUS NOWHERE as a case study. Questionnaire data were collected using a five-point Likert scale, and Structural Equation Modeling (SEM) was employed for empirical analysis. The results indicate that the four dimensions of retail space design, atmosphere creation, interactive design, flexible space design, and multiple scene zoning, exert significant positive effects on consumer experience through the three dimensions of place attachment: the physical characteristics of place attachment, the affective characteristics of place attachment, and the cognitive characteristics of place attachment. Among these relationships, place attachment serves as a complete mediator in most paths. Specifically, atmosphere creation and multiple scene zoning broadly influence all three attachment dimensions; interactive design primarily enhances the affective and cognitive characteristics, while flexible space design mainly strengthens the physical and affective characteristics. These findings reveal the internal psychological mechanism through which spatial design influences consumer experience via attachment formation, enriching the theoretical application of Place Attachment Theory in commercial contexts and providing practical insights for the emotional and experiential transformation of physical retail spaces.

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